Context

Invoiced was a bootstrapped accounts receivable automation platform competing against well-funded players with large sales teams.

With thousands of customers in 92 countries and $50B+ in receivables processed, the product had proven market fit—but our bootstrap marketing budget didn't match our ambition.

We needed a strategy that could simultaneously build category authority, generate qualified leads, and open bigger opportunities upmarket—without a traditional paid media approach.

What I Did

I built a growth engine around a single strategic insight: We could be bigger by being seen and heard with bigger brands.

I created and executed two major proprietary research reports end-to-end—from questionnaire design through data collection, analysis, writing, and design—recruiting CFO Dive and PaymentsNEXT as media partners at zero cost. They promoted our research to their audiences, and we captured every download as a qualified lead.

I applied the same borrowed-audience logic to enterprise partnerships, negotiating co-marketing alliances with American Express, MasterCard, Chase, Visa and others—partnerships that drove leads directly into our funnel through their promotional channels while generating earned press in Accounting Today, CPA Practice Advisor, PYMNTS and others.

The Financial Automation Imperative Report with CFO Dive

Developed and executed a 400+ respondent survey of finance and accounting professionals, producing a gated industry report co-branded with CFO Dive as media partner at zero cost.

CFO Dive promoted the report to their audience, driving qualified downloads. Covered by Sage, CPA Practice Advisor, and CFO Dive. I handled everything: questionnaire, data collection, analysis, writing, and even report design.

📊 Full Report

Sample Media Coverage:

Financial automation a must-have, CFO says

Finance Pros Say Automation will Improve Productivity

New research from invoiced and CFO Dive: the financial automation imperative

The State of B2B Payment Acceptance Report with PaymentsNEXT

I ran the same playbook a second time—a 250+ respondent survey on B2B payment trends, co-branded with PaymentsNEXT as media partner at zero cost. Gated downloads captured qualified finance leads. The report covered cross-border payments, virtual cards, and cryptocurrency acceptance, establishing Invoiced as a credible voice on the future of B2B payments.

📊 Full Report

Sample Media Coverage:

Insightful Accountant: Crypto No-No

Most Business-to-Business Companies Opposed to Accepting Cryptocurrency

B2B Companies Do Not Support the Crypto Hype as 59% Are Not Open To Accepting Crypto Payments

Chase Powers Our Payments Infrastructure

Partnered with Chase to power Invoiced Payments, integrating Invoiced's A/R automation with Chase's payment infrastructure. The deal gave Invoiced access to Chase's distribution and credibility while giving Chase a modern receivables solution for their commercial customers. Covered by Accounting Today.

Sample Media Coverage:

Invoiced introduces Invoiced Payments in partnership with Chase

This Austin Startup is Teaming with Chase to Automate Business Payments

Mastercard Opens the Door to Enterprise

Negotiated a strategic partnership integrating Invoiced with Mastercard Track™ Business Payment Service. The deal gave Invoiced visibility and distribution across Mastercard's massive B2B payment network — connecting us to enterprise buyers and government agencies we could never have reached through outbound alone.

Sample Media Coverage:

Invoiced, Mastercard Team On SMB Reconciliation

Invoiced Partners with Mastercard for AR, AP

Outcome

Our borrowed-audience strategy became a critical growth engine.

The gated research reports delivered a steady stream of qualified leads from the exact buyer persona we needed—finance and accounting decision-makers actively evaluating automation and payment solutions.

The enterprise partnerships with AmEx, Visa, and Chase drove leads, distribution, and credibility that a bootstrapped startup couldn't have purchased at any price. Together, this content-and-partnerships flywheel was a significant driver of the growth trajectory that led to Invoiced's acquisition by Flywire in 2024.